Pengaruh Promosi Shopee Affiliate dan Promosi Bellow The Line Terhadap Impulse Buying (Studi Kasus pada Masyarakat Desa Pangkalan Berandan Kelurahan Berandan Timur Baru)

Authors

  • Nindy Nazwa Putri Hrp Universitas Medan Area
  • Hesti Sabrina Universitas Medan Area
  • Eka Dewi Setia Trg Universitas Medan Area

DOI:

https://doi.org/10.30651/jms.v9i5.24246

Abstract

Penelitian ini bertujuan untuk menelaah pengaruh promosi Shopee Affiliate dan promosi Below The Line terhadap Impulse Buying secara online di masyarakat Desa Pangkalan Brandan. Metode yang digunakan adalah pendekatan kuantitatif, dengan pengumpulan data melalui kuisioner yang didistribusikan kepada 100 responden yang dipilih secara simple random sampling. Hasil analisis menunjukkan bahwa semua variabel independen secara bersama-sama memiliki pengaruh terhadap variabel dependen. Namun, secara individual, promosi Shopee Affiliate dan promosi Below The Line tidak menunjukkan pengaruh yang signifikan terhadap Impulse Buying. Temuan ini mengindikasikan bahwa meskipun terdapat upaya promosi, faktor-faktor lain mungkin lebih dominan dalam mempengaruhi perilaku membeli impulsif di kalangan masyarakat. Penelitian ini memberikan wawasan penting bagi pengusaha dan pemasar dalam merumuskan strategi promosi yang lebih efektif untuk meningkatkan Impulse Buying.

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Published

2024-10-28

How to Cite

Hrp, N. N. P., Sabrina, H., & Eka Dewi Setia Trg. (2024). Pengaruh Promosi Shopee Affiliate dan Promosi Bellow The Line Terhadap Impulse Buying (Studi Kasus pada Masyarakat Desa Pangkalan Berandan Kelurahan Berandan Timur Baru). Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(5). https://doi.org/10.30651/jms.v9i5.24246

Issue

Vol. 9 No. 5 (2024)

Section

Artikel

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